Top drinks marketing campaigns and news: May

A brewery in east London responded to Brewdog’s new Punk IPA ad campaign by encouraging people to take pictures of themselves holding bottles of its own flagship beer to cover the Scottish brewer’s cans in the ads.

Brewdog launched its own marketing campaign last month during an ad break in an episode of HBO’s Game Of Thrones. Dubbed the “most honest ad ever”, the brewery put together a 30-second video featuring the word ADVERT displayed in large font with a can of Punk IPA in front of it while thrash metal music plays. On buses, the ad is worded ‘ADVERT ON A BUS’ above a picture of a can of the ale.

In response, Forest Road Brewing Co, backed in Hackney, is asking fans of its craft beer to take pictures of themselves holding bottles of its flagship Work IPA to cover the cans of Brewdog in the ads – and then share their images on social media with @forestroadbrew and the hashtag #beerthatworks both on Instagram and Twitter.